Business owner John Schoville worked a year with a hip in pain, and wanted to avoid taking any opioids.

Instead, he tried out cannabidiol, or CBD oil, a growing trend as an option for pain relief – albeit one that has faced legal questions over the years as it is harvested from a breed of the cannabis, or marijuana, plant.

“It worked well for me,” Schoville said.

Since January, the Oregon native has been helping spread that relief to others at WiscoGreen CBD and Cannabis Boutique at 602 W. Verona Ave. It’s a family operation, with his wife Jodi Futch, son Jessi Schoville and daughter-in-law Sarilis Schoville all contributing – whether it’s working on new products or helping with the branding of the store.

“Developing the labels and the brand has been an enjoyable experience for all of us and collaborative,” he said. “The family working together for a common goal.”

It’s also a group with more personal experience with the product. Jodi used CBD oils following a stem cell transplant in January 2014 that left her with sleep, anxiety and pain issues – the three things John said they focus on relieving. The oils “made all the difference,” she said.

While John said the reception in Verona has been “very warm,” with business growing each week since they opened in mid-January, they also said there are some skeptics about the oil, which is from the cannabis – or marijuana – plant.

“Some people still have a stigma,” John said “Nothing in our store will get anybody high, no matter how much you take of it.”

While the legal status of selling it still has some ambiguity, former state Attorney General Brad Schmiel advised in a May 2018 memo against law enforcement taking enforcement action against products made from industrial hemp, including CBD. Gov. Tony Evers proposed making medical marijuana legal in his first budget earlier this year, but Republican legislators have come out against the proposal and control both houses of the legislature.

WiscoGreen also limits sales to people 21 or older to make parents comfortable about who they’re selling to out of their store.

They wanted to give that space, which is in the same complex as It’s Time, Craig’s Cake Shop and Hammer Forged Crossfit, a “boutique” feel, John said.

The shelves are full of products from coffee and gummies to pet options, all of which they stressed are third-party tested and have certificates to show their effectiveness. While many of them are national brands, WiscoGreen is also already developing its own line of products.

John said they’ll soon add coffee to that list, and there are a range of partnerships with other businesses that they hope to soon come to fruition. Whether it’s athletic recovery or working with breweries, he said there are “a lot of different tentacles” that CBD can work with.

Derived from the hemp plant, CBD can help the body regulate mood, pain, sensation, appetite and memory, according to the WiscoGreen website. That leaves plenty of potential consumers, John said, from young people dealing with stress to the elderly managing chronic pain.

Given that, they have aspirations already to expand the business in Dane County, John said.

Using CBD oil is an “individualistic journey,” he said, that while he and his family are glad to help educate and advise on, will require people to test it out themselves and find the right doses and products.

“Having the opportunity to really help people is exciting,” he said. “Something that I never thought I’d be able to do at this level in my life.”

Contact Scott Girard at and follow him on Twitter @sgirard9.